January 31, 2013

The Atlantic City Alliance Is the Measurement Maven of the Month

by Katie Delahaye Paine
We want to honor a
group that we’ve had the pleasure of working with recently, the Atlantic City Alliance. They are doing an exceptional job of learning to make the best use of a great deal of data. Congratulations to Atlantic City Alliance, our Measurement Maven of the Month.

CEO Liza Cartmell is cutting through large volumes of data at her fingertips to identify the
specific metrics that will help her succeed. Aided by Jeff Guaracino, Chief Strategy & Communications
Officer, they are taking a hard look at the pages and pages of reports they
receive every quarter from their various agencies to define the specific
metrics that truly inform their path toward success.

What makes it challenging
is that the data is so complete and so perfect. They have fabulous survey data, paid media placements, social media sentiment, web analytics, social
analytics... you name it, they have it.

On the one hand, all this data makes geeks like me
orgasmic. But just having data isn’t the answer.
Gleaning insight from all that data and making better decisions is the only
path to the answers.